ОРГАНИЗАЦИЯ И СОВЕРШЕНСТВОВАНИЕ КЛИЕНТООРИЕНТИРОВАННОЙ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ В КОММЕРЧЕСКИХ БАНКАХ УЗБЕКИСТАНА

Аннотация

This scientific article examines the improvement of the organizational and economic mechanism for organizing and managing customer-oriented marketing activities in commercial banks. In particular, a hierarchical approach is proposed that allows for the development and evaluation of customer policy. An updated methodology based on the application of the GAP analysis method is presented to assess the level of customer satisfaction with banking services in commercial banks. A special guideline is proposed for marketing department staff regarding customer relations, as well as organizational and analytical tasks. In addition, methodological foundations of a segmentation-based marketing policy aimed at increasing the competitiveness of commercial banks have been developed, along with approaches to making strategic decisions tailored to micro- and macro-segments of consumers.